Now, you can use EPC as a metric based on the total number of clicks, or you can chunk it further down by the channel, such as SEO, PPC, Email, etc.

So how does one use this metric?

Well, if you are running an annual sales campaign, you can use it as a like-for-like measurement to see if your website is generating a higher revenue for every visitor.

You may be bringing in the same organic visitors year on year, but have a more premium line of products this year. What you want to really measure is if these premium products will end up generating more money for you.

If that is the case, then the additional profit you make, can be invested in other search engine marketing activities.

If you are running a PPC campaign and you know that every click from that channel generates $2, and you need to generate $20,000 from a campaign. You can make a business case for a budget to buy 10,000 clicks. How much a click costs, will vary from industry to industry.

By now, you should be able to imagine a variety of situations where EPC will be a fruitful metric to use.

From my experience, what clients truly appreciate is talking to someone who has a commercial mindset.

So, on that note, start thinking less like a data geek and more like an entrepreneur!